The North American Lobster Is the Focus of the Latest HWW PSA

Official Launch Held During the Shediac Lobster Festival

OTTAWA, ON--(Marketwired - July 09, 2015) - The Canadian Wildlife Federation (CWF) proudly announces that the North American Lobster is the focus of the next public service announcement (PSA) series of the Hinterland Who's Who (HWW) programme. The new PSAs will officially launch at the Shediac Lobster Festival in New Brunswick July 10th and 11th2015.

Most Canadians might see lobsters most often at a local fish store, or as part of a fancy meal. But this crustacean is not only a tasty food, it's first of all an essential species for coastal habitats. The North American Lobster lives in the shallow waters of the northern Atlantic Ocean, right along the coastline. It hides in cracks and crevasses in the rocky bottom of the ocean, coming out at night to eat a variety of dead or alive marine creatures, thus helping to recycle nutrients within the habitat. The lobster, in turn, serves as food to many fish species especially when it is still young.

The North American Lobster PSAs focus on the species' natural history and present interesting facts and amazing imagery. The PSAs are available in several formats: a 4-minute video for the web, a 30-second video for the general public, a 30-second video for kids and a 15-second quiz format. These new PSAs can be viewed at HWW.ca and on television. A fact sheet containing more in-depth information on the species will be available shortly on HWW.ca.

Come and meet the Hinterland Who's Who crew in the Homarus Eco-Centre at the Shediac Lobster Festival in New Brunswick. You can have a look at the latest North American Lobster videos and learn more about this fascinating creature! The public will get the opportunity, in the eco-centre, to discover the Shediac Bay ecosystem as well as learn about the importance of lobster and its habitat. The eco-center will also offer the chance to see, touch and even adopt baby lobsters! Homarus Eco-centre (Shediac Multipurpose Centre, 58 Festival Street) Friday July 10th: 2 p.m. to 8 p.m. Saturday July 11th: 2 p.m. to 8 p.m.

About Hinterland Who's Who

First created in 1963, HWW made bold use of a relatively new medium -- black and white television -- to reach the Canadian general public. The new Hinterland Who's Who, launched in 2003, serves to rebuild the connection thousands of viewers made with wildlife through the original series and ensure that wildlife remains part of what it means to be Canadian. Visit the Hinterland Who's Who Web site at: HWW.ca.

Hinterlands Who's Who is a joint program of the Canadian Wildlife Federation and Environment Canada. Together, they bring a wealth of knowledge and experience to the series. Hinterland Who's Who has been bringing Canadians closer to our wilderness heritage for 50 years.